Project Manager: Kim van elkan
Creative Director: Jon Dignam
Designer: Gareth Ball
Artwork: Paul Porter
Location: United Kingdom
Project Type: Produced
Product Launch Location: Europe
Packaging Contents: Wellness Home Products
In an uncertain world how can a mass market retailer make personal wellness accessible for all?
Wellness is now worth up to £2.8 trillion worldwide and growing rapidly. Asda recognised its importance to customers and wanted to make Wellness accessible to all. They developed a new range of Wellness products spanning multiple product categories, requiring a new positioning, brand identity and packaging strategy.
Whether its fitness or mediating, drawing and crafts or enjoying a long soak in the bath, Wellness is personal and different for each individual. Stylistically, Wellness has many guises; is it graphically pure and minimalist with lots of white, or is it sensorial, evoking natural and sustainability cues with craft textures and earthy tones? And how does this translate to a busy store environment like Asda’s?